Drinking stars: Dom Perignon’s luxury pop-up Les 3 Étages

Champagne brand Dom Perignon has teamed up with Michelin-starred chef Skye Gyngell to launch its new 2005 vintage with a series of limited-edition luxury events. Running for two weeks, Les 3 Étages includes tastings, lunches and dinners in a London townhouse furnished by Casa Fendi.

As the pop-up moves from new idea to an established part of food culture, branded events are taking on more defined USPs. Grey Goose hosted a pop-up boulangerie in 2013, while Baileys celebrated the launch of its chocolate liqueur last year with an Art Deco-inflected experience designed by Bompas & Parr.

WGSN Lifestyle & Interiors subscribers can find out more about the rise of experience over product in our consumer insight report, Doing Beats Buying.